Our Blog

Bookmark this page. Here you’ll regularly find new healthcare marketing insights, advice and commentary from the bp|d team. We explore a wide range of topics covering hospital advertising, digital strategy, healthcare marketing trends, media planning, creative development, consumer psychology, brand storytelling and much more.

How to Engage Patients in a World of Marketing Overload: 3 Tips

May 14, 2015 By James Hale Healthcare Marketing, Risk Taking, Marketing Goals, Billboards
Times Square Is Great Illustrator of Marketing Overload
How do you cut through the estimated 5,000 visual messages the average city dweller sees in a day to make sure your marketing message is heard? Start with these three marketing fundamentals.

ROI: The Three Letters that Make Every Healthcare Marketer Squirm

May 7, 2015 By Kara Hoffner ROI, Marketing Strategy, Healthcare Marketing
ROI of Your Website & Digital Marketing
ROI may be the Holy Grail of healthcare marketing, but it doesn’t have to be as elusive. Learn how we restructured an Ask the Doc campaign to get to an accurate ROI for Holy Cross Hospital.

Product Quality vs. Service Excellence: The Choice is Clear for Ad Agencies and Health Systems

May 1, 2015 By Jason Brown Product, Service, Customer Service, Health System, Healthcare
Patient Experience In Hospitals & Healthcare Settings
Does a great product trump customer service? Not for most health systems.  Can patients expect to receive quality care from both you and the competition? If so, your health system is probably a commodity and a great product alone isn’t enough. Get insights from BPD’s own customer service path as well as ideas for becoming the “Ritz Carlton of health systems.”

Marketing Transparency: McDonald's Main Ingredient

April 23, 2015 By Phil Smith Transparency, Risk Taking, Digital Marketing, Marketing Strategy
McDonald's Marketing Focus on Transparency
Over the past few years, McDonald’s has added a new ingredient to its marketing strategy: Transparency. We take look at the campaign, the market forces behind it and its likely ROI. Plus, what lessons we can apply to hospital and healthcare marketing.

6 Ways to Market to Potential Patients (Instead of Internal Stakeholders)

April 17, 2015 By Gayle Toth Marketing Goals, Marketing Strategy, Marketing, Healthcare Marketing
Marketing Strategy, Focus On Audience
We’ve all had to fight the good fight—balancing what’s needed for our brand strategy with what’s politically desired by our internal stakeholders. Here are six strategies to help you execute campaigns that succeed in marketing to your target audience instead of just pleasing internal stakeholders. 

There is No Such Thing as Quick and Dirty. Why You Need a Discovery Phase.

April 9, 2015 By Gina Wanless Discovery, Project Management
Ah the discovery phase… all that time spent talking, analyzing, scoping… It’s tempting to consider just skipping (or shortening) the discovery phase and trying to execute your project more “quick and dirty.” But there is really no such thing. And the time you spend in discovery now will save you time (and money) later. Here’s why…

Blog Like You Mean It: Four Tips for Healthcare Marketers

April 2, 2015 By Paula Rae Forastiero Blogging, Content Strategy, Healthcare Marketing
Time For New Content: Ideas For Your Healthcare Blog
Looking for some ideas for your healthcare blog? Get four tips to help you find your next, highly-engaging topic: Forget what you know, Focus on Failure, Mine your connections and Stop when you’re done. It sounds simple enough, right? Learn how to use these four blogging tips to engage your readers and keep the fresh ideas flowing.

Advertising in Hospitals: The Power of Onsite Marketing

March 26, 2015 By Gayle Toth Onsite Marketing, Hospital Marketing, Healthcare Marketing, Marketing Strategy
Onsite Marketing, Advertising In Hospital
So many of Hospital Marketing teams’ strategic planning discussions revolve around activities that only focus on getting patients in the doors of the hospital. Of course, this is extremely important--patient volumes keep those doors open. But what happens once they are in the door?

In a New World of ER Marketing, Branding Still Rules

March 19, 2015 By Jessica Schmidt ER Marketing
Branding Helps You Stand Out In a Crowd
While hospitals undergo profound changes to improve patient emergency room experiences, one thing still rules ER campaigns: Branding.

How risky is a "safe" ad concept?

March 12, 2015 By Jeff Goldman Risk Taking, Healthcare Marketing, Marketing Strategy
Take a Risk vs Safe Choice
You’re a healthcare marketing director. You’re standing over a table of proposed ads, looking for a few to run in the upcoming months. Most of them are exactly what you would expect: the same message you usually run, the same language and the same visuals.

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